Bernardo Fellows, president of Riotur, reveals strategy to consolidate Rio as the world capital of major events

In an exclusive interview with Travel2Latam, Bernardo Fellows, president of Riotur — the Rio de Janeiro Municipal Tourism Company — detailed how the organization has been instrumental in structuring and promoting major events in the city, which have boosted the local economy and reinforced Rio's image as a leading global destination for concerts and cultural tourism.

"We worked collaboratively on the logistics and promotion of Madonna's 2024 concerts and, especially, Lady Gaga's historic 2025 concert in Copacabana. We worked in partnership with public agencies and the private sector, in addition to activating the 'Everyone in Rio' campaign, which widely promoted the destination," explained Fellows.

The economic impact of these mega-events is notable: in May 2025 alone, ISS revenues related to tourism, events, and transportation reached R$66.2 million (US$12.17 million)—R$12.5 million (US$2.30 million) more than in the same period the previous year. "These events provide lessons for urban planning, the creative economy, and the consolidation of Rio as a safe and structured destination for large-scale productions," the president emphasized.

A packed calendar and preparation for the future.

Regarding the coming months, Bernardo Fellows revealed other major events already confirmed or under negotiation. "We have the Dua Lipa concert on November 22nd at the Nilton Santos Stadium, and the Earthshot Prize ceremony, created by Prince William, which will be held at the Museum of Tomorrow on November 5th—the first edition in Latin America. New mega-shows are also under negotiation that will reinforce the 'Rio All Year Round' calendar."

To support this movement, Riotur is investing in infrastructure and communications. The "In the Mood of Rio" campaign, launched during Rio Innovation Week, positions Rio as a global, innovative city ready for major events. "We remain active on social media, expanding awareness and facilitating access to the program," added Fellows.

Technology and data to understand tourism in Rio

Riotur relies on advanced systems to monitor tourist flow in the city. "In partnership with the Tourism Department and telephone operators, we have data on the circulation, origin, periods, and places visited by tourists. In the first half of 2025, we welcomed 6.8 million visitors, generating R$14.5 billion (US$2.67 billion) in economic revenue and R$170 million (US$31.25 million) in tourism ISS (Service Tax)," reported Bernardo Fellows.

Attracting digital nomads and international recognition

"Beyond traditional tourists, Rio stands out as a destination for digital nomads, seeking quality of life, infrastructure, and networking opportunities. Rio was ranked the second-best city in the world to work and travel simultaneously, according to a 2025 global ranking," revealed the president.

Campaigns like "In the Mood of Rio" and events like Rio Innovation Week reinforce the strategy to attract this audience, particularly boosting the tourism, business, and service sectors.

Security: Perception Improves, But Challenges Remain

Asked about security, Fellows cited a survey by the Fecomércio Institute that reveals improved perceptions among tourists: "Before their trip, 32.3% of Brazilians and 23.3% of foreigners considered Rio unsafe. After their stay, 65.9% and 70.6%, respectively, said they were satisfied with security."

"Of course, security is a challenge—as in other large cities—but perception differs from reality, which shows significant progress," stated Bernardo, highlighting Riotur's integration with City Hall and law enforcement.

New attractions and diverse tourism

Regarding new tourist attractions and tourism fronts, Bernardo Fellows highlighted the Roxy Dinner Show, an experience that combines gastronomy and entertainment in Copacabana, and the promotion of Pequena África, a port region with important Afro-Brazilian heritage, such as Valongo Wharf, a UNESCO World Heritage Site.

"We also encourage gastronomic tourism, with the Michelin Guide and 50 Best Restaurants rankings positioning Rio on the world map of haute cuisine," he commented.

In addition to traditional shows and natural beauty, Riotur invests in Afrotourism, urban culture, and alternative events, constantly updating its promotional material to ensure a diverse and diverse itinerary.

The "No Clima do Rio" campaign connects ten pillars—culture, gastronomy, entertainment, and investment, among others—connecting with tourists and residents to highlight the city's authentic experiences and multiple vocations.

With a focus on integration, innovation, and strategic promotion, Bernardo Fellows and Riotur are shaping the future of tourism in Rio de Janeiro, projecting the city as a global stage for major events and a diverse destination for all audiences.

Report: Mary de Aquino.
Photo: Alexandre Macieira/ Riotur.